Hormel Has Answer for 'Mealtime Monotony'

Austin, Minn. — Hormel Foods' Spam, which debuted in 1937, is celebrating its 75 years with an integrated campaign featuring a new spokescharacter, Sir Can-A-Lot.The campaign continues the "Break the Monotony" theme that Hormel introduced in 2009 to encourage new uses for the familiar spiced canned meat product. Promotional events this summer support, along with updated package labels, limited-edition Spam flavors and in-store merchandising at grocery and mass retailers.Additionally, TV spots depict kitchen scenarios in which the diminutive character cooks up mischief and urges moms to liven up their recipes with Spam. Meanwhile, a redesigned Spam website depicts the character's fictional world and engages visitors with videos, product news and recipes."Sir Can-A-Lot is a loveable and down-to-earth persona that fits in well with the attributes of the brand," says Nicole Behne, Spam product manager. "We looked at hundreds of different characters submitted to ad agency BBDO from various animation houses. The primary reason we chose Sir Can-A-Lot was his personality and that, as a knight, he serves as the ultimate crusader to break the monotony out of mealtime."Consumer research indicated that Spam products are primarily added to eggs, hamburgers, and macaroni and cheese. Thus, Sir Can-A-Lot appears in TV spots: a woman removes a box of macaroni and cheese from her pantry; a woman opens a carton of eggs; in a third spot, the character catapults Spam into a potato casserole. "He takes consumers by surprise in their most uninspired moments," says Behne.At Spam.com, visitors can view content such as the Glorious Spam Tower – a feature comprised entirely of Spam cans that contain information about the product and recipe ideas – and the TV spots, which appear alongside vintage Spam ads and can be shared through the brand's Facebook page and Twitter feed. "From a tactical standpoint, the campaign surrounds our target with the Spam message from store to shelf; it takes advantage of traditional, digital and social media," says Behne. The video spots and online banner ads appear on such sites as Facebook, Hulu, YouTube and AllRecipes.com.In stores, Sir Can-A-Lot appears on merchandising units including branded shippers and pallets. New packaging features a Spam label with a "75th anniversary" crest and an embossed emblem on the lid. In May, Hormel launched two limited-edition varieties – Spam Jalapeño and Spam Black Pepper.In related celebratory activity, Spam representatives will ring the opening bell at the New York Stock Exchange on July 10, where Sir Can-A-Lot "may make an appearance," teases Behne. "We have seen great interest and positive feedback on the campaign through Facebook posts and 'Likes.'"BBDO, Minneapolis, created the TV spots, which were produced by Laika, Portland, Ore. Proximity, Minneapolis, handled the design of Spam.com, while Proof Integrated Communications, New York/Chicago, managed web development.

Hormel Has Answer for 'Mealtime Monotony'

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